Social media moves fast. You need a good strategy, but also countless cute/clever/funny/helpful/interesting pieces of content day in and day out to make it work. If you are doing it regularly, you are going to occasionally make mistakes.

The majority of the time, you will notice your error before anyone else does and you can delete your tweet or edit your post. Sometimes though, the only option is a response.

In preparation for Black Friday, McDonald’s sent the following tweet into the world:

WHOOOOOOOOOPS!

This wasn’t a typo or someone hitting send too fast. This was someone copy and pasting a note from an internal document, throwing it into Twitter or a third party scheduler, and letting it fly.

They didn’t even wait until Black Friday to send it — the tweet went live on Thanksgiving.

Now if you run a small business or manage your band or nonprofit’s social media account, you could simply delete this tweet. If you’re a behemoth like McDonald’s, not so much.